Real estate content creators might be wasting time trying to be everywhere at once, according to Seth Williams, Founder of REtipster and host of The REtipster Podcast, who argues that understanding platform demographics is more crucial than maintaining a broad presence.
The Platform Paradox
“Pick one social media platform that you’re really going to specialize in… I know there’s like 10 or 20 of them right now, but just pick one and become an expert at that one,” Williams advises, challenging the common wisdom of maintaining presence across all platforms.
Unexpected Audience Patterns
Williams points to surprising platform demographics in land investing: “LinkedIn is a dead zone when it comes to land investing… But a lot of them are on Facebook. That’s like the hot place for all land investors. I don’t know why. I didn’t make the rules.”
This counter-intuitive distribution of audiences creates both challenges and opportunities for content creators.
The Multi-Platform Puzzle
“It’s this kind of weird thing where I have to figure out how to say the same thing and broadcast it in these different mediums so that everybody sees it,” Williams explains. He notes that different audience segments consume content differently: “Certain people in the REtipster audience, the only thing they ever pay attention to is the podcast. If I don’t say it on the podcast, I basically never said it to them.”
Platform-Specific Challenges
Williams identifies several key obstacles:
- Algorithm complexity across platforms
- Different content format requirements
- Varying audience expectations
- Platform-specific engagement patterns
- Competing attention demands
“Every single social media platform has their own little algorithm, and if you don’t say things just right, they’ll hide your posts from everybody,” Williams notes.
Finding Your Platform Focus
Williams suggests a strategic approach to platform selection:
- Research where your specific audience congregates
- Study successful content in your niche
- Understand platform-specific communication styles
- Focus resources on platforms with proven engagement
- Adapt content strategy to platform strengths
The Solution: Strategic Focus
Rather than trying to maintain presence everywhere, Williams advocates for strategic platform selection: “I know already that the biggest slice of my pie is in these one or two platforms. So that’s where I’m gonna put most of my time.”
For real estate professionals building their digital presence, Williams suggests:
- Identify primary audience platforms
- Master platform-specific content requirements
- Build deep engagement on chosen platforms
- Maintain consistent presence where it matters most
- Accept strategic absence from some platforms
“Am I missing out on something? Probably,” Williams acknowledges about platforms he doesn’t prioritize. “But I know already that the biggest slice of my pie is in these one or two platforms. So that’s where I’m gonna put most of my time.”
